Client: BLVD Etiquette
Project: "Cookout Culture" Linen Button-Up Collection Launch
Campaign Duration: June-July 2024
Creative Director: Jeff Benjamin, Duplessis Digital
BLVD Etiquette, a New Orleans-based lifestyle brand, approached Duplessis Digital to spearhead the launch of their new Lace Button-Up collection. The campaign entitled "Cookout Culture" aimed to celebrate black joy, cultural heritage, and community through inclusive marketing and cultural storytelling. Leveraging Duplessis Digital's expertise in diverse representation in media, the campaign successfully highlighted the essence of black communal gatherings, blending fashion with cultural significance.
Objectives
Celebrate Black Joy: Highlight the themes of black joy, community, and cultural heritage.
Inclusive Marketing: Ensure the campaign resonated with a diverse audience, particularly within the black community.
Boost Brand Visibility: Increase BLVD Etiquette's visibility and engagement across social media platforms.
Drive Sales: Promote the new collection to boost online and in-store sales.
Strategy
Cultural Marketing and Storytelling:
Duplessis Digital crafted a narrative that paid homage to the staples of black community life, such as cookouts, music, and communal gatherings. The campaign incorporated cultural touchstones like the song "Summertime," imagery from "The Wiz," the soulful sounds of Marvin Gaye, and the competitive spirit of Spades.
2. Inclusive Marketing Tactics:
The campaign was designed to be inclusive, highlighting the richness of black culture and ensuring representation across all marketing materials. This approach was aimed at resonating deeply with BLVD Etiquette’s target audience of Believers, Leaders, Visionaries, and Dreamers (B.L.V.D.).
3. Digital and Social Media Campaign:
The digital campaign featured engaging content across social media platforms, including Instagram and Facebook. Key elements included:
Teasers and Sneak Peeks: Building anticipation with behind-the-scenes content.
Influencer Collaborations: Partnering with prominent influencers and celebrities to amplify the message.
User-Generated Content: Encouraging customers to share their own photos using the hashtag #CookoutCulture.
Execution
Creative Direction by Jeff Benjamin: Under the creative vision of Jeff Benjamin, Duplessis Digital executed a series of visually stunning and culturally resonant advertisements. The ads were crafted to evoke nostalgia and pride, featuring scenes of cookouts, music sessions, and community gatherings.
Social Media Engagement: The campaign utilized high-impact social media strategies to engage the audience. Interactive content like polls, Q&A sessions, and live streams were used to maintain high levels of engagement.
Results
Increased Engagement: The campaign saw a significant increase in social media engagement, with posts using the hashtag #CookoutCulture.
Sales Boost: The launch resulted in a substantial boost in both online and in-store sales for BLVD Etiquette.
Brand Visibility: The inclusive marketing strategy successfully increased BLVD Etiquette’s visibility within the target demographic and beyond.
Conclusion
Duplessis Digital's collaboration with BLVD Etiquette on the "Cookout Culture" campaign exemplifies the power of inclusive marketing and cultural storytelling. By celebrating black joy and community, the campaign not only boosted sales but also reinforced BLVD Etiquette’s brand identity as a champion of cultural heritage and diversity in fashion.
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